The Keyhole makes observations about consumers, brands, ads, & marketing, through a predictive customer loyalty lens. Most marketing is ineffective to today's bionic consumer, given undifferentiated products, loss of "brandness," & hard to come by profits. Marketers talk about "engagement" but nobody seems to be doing a very good job measuring or integrating it into what they do & it shows! The Keyhole opens a dialogue on this subject & suggests real-world solutions with the marketing community.

Thursday, May 25, 2017

How to Increase Auto (Or Any Other Category) Sales

It was recently reported that the U.S. automobile
sales’ hot streak has cooled. Ford and GM reported declines of 6% and 7% YOY,
respectively.

Overall vehicle sales are down nearly 5%, and
inventory is taking much, much longer to move off the lot. And sure, the usual
summer sales will be held, but today discounts are never enough to engage
consumers, no matter what category you’re in.

If, however, an auto brand (or a brand in any other
category) can accurately identify their category Ideal, the high-contribution
values consumers desire, and can actually measure real consumer expectations,
brands will be six times more likely to make a sale!

Six time more likely to buy more of your product
and service more often. Six times more likely to invest in you if you’re
publically traded! And for those of you just interested in the social universe,
six time more likely to interact with you socially.

Want to see how predictive metrics can identify the
changing Ideals consumers expect from their cars (or any other products or
services that are looking for increased sales. And social involvement)? We
invite you to read our most recent Admap
contribution, "The values that drive car choice.” Our predictive metrics work in
any B2C and B2B category.

It was Elon Musk who noted that selling an
electric sports car created an opportunity to fundamentally change how customers
saw a brand – but only if you were able to meet consumers’ real and
unarticulated expectations.

Which is absolutely true.

But it helps tremendously if you can actually
measure them.

Find out more about what makes customer loyalty happen and how Brand Keys metrics is able to predict future consumer behavior: brandkeys.com. Visit our YouTube channel to learn more about Brand Keys methodology, applications and case studies.

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About Us

Robert Passikoff, founder and president of Brand Keys, is a sought-after speaker and global thought leader on engagement and loyalty. He has pioneered work in these areas, creating the Customer Loyalty Engagement Index and the Sports Fan Loyalty Index. New York University’s communication school has declared Dr. Passikoff “the most-quoted brand consultant in the United States.”